The A2SC2 Model: The Influence of Attitudes and Attitude Strength on Consideration and Choice
Joseph R. Priester, Dhananjay Nayakankuppam, Monique A. Fleming, John Godek
Journal of Consumer Research · 2004 · Volume 30 · Issue 4
Abstract
This research investigates the influence of attitudes and attitude strength on consideration and choice. Three experiments provide support for the Attitude and Attitude Strength, Consideration and Choice (A 2 SC 2 ) Model, which hypothesizes that ( a ) attitude strength moderates the influence of attitudes on consideration, such that attitudes guide consideration more for strongly held attitudes than for weakly held attitudes and ( b ) consideration of a brand mediates the influence of attitudes and attitude strength on choice.
Keywords
Attitudes, Choice (Brand or Product Level), Cognitive Processes, Persuasion, Social Cognition
Enable JavaScript for citation tools and additional paper interactions.